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2019/2020  KAN-CSSMO2606U  Service Design

English Title
Service Design

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course First Quarter, Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Social Sciences
Course coordinator
  • Szilvia Gyimothy Mørup-Petersen - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Service management
Teaching methods
  • Face-to-face teaching
Last updated on 12-12-2019

Relevant links

Learning objectives
The aim of the course is to introduce students to the fundamental theoretical frameworks within the field of the design of services and especially the field of servicescapes. Students have to apply these frameworks and critically reflect upon some of the most typical phenomena in consumer culture of today. More specifically, to achieve the grade 12, students have to meet the following learning objectives with no or only minor mistakes:
  • Describe and explain the fundamental theoretical concepts and frameworks within the field of service ecosystems and servicescapes.
  • Apply these different theoretical concepts and frameworks on some typical phenomena in the service literature of today.
  • Identify and analyse elements of service ecosystems and their interaction with each other also explaining potential differences in concepts and frameworks between different kinds of services, such as retailers, cultural or touristic attractions.
  • Identify appropriate research methods to show an understanding of user experiences at various touch points, servicescapes and throughout the service.
  • Critically reflect on theoretical and practical aspects the field of service ecosystems and servicescapes and its relation to adjacent fields.
  • To follow academic conventions in the written presentation.
Service Design:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Case based assignment
Duration 2 weeks to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Spring
Make-up exam/re-exam
Same examination form as the ordinary exam
If the student fails the ordinary exam they have to do the re-exam with the same case, but new questions regarding the case.
Description of the exam procedure

The student will receive a specific case and detailed questions regarding the case. The students should analyse the case and apply knowledge gained through the course to answer these questions as written in the learning objectives.

Course content, structure and pedagogical approach

This course introduces you to the theories and methods of service design – i.e., not only the content, but also the process and the way in which service encounters and servicescapes take place. Servicescapes are the physical surroundings as fashioned by service organizations to facilitate the provision of service offerings to customers. Those places range from the customers’ place, retailer shops and malls, to museums, theme parks, or – for example – the city as such. They differ not only in size – but also in purpose and target groups. Different concepts, theories and frameworks are needed to conceptualize this service ecosystem, the consumer, culture, consumption and marketing as well as the relationship between them in regarding with services and the place. Also behavioural economics is a central part of this course, as a deeper understanding will be very useful when designing. 

Through providing an overview of theories and research from the field, as well as some hands-on insights from practice the course is designed to be highly interactive and build upon principles of active learning. Students are expected to comment on readings, and are invited to do group exercises throughout the course.

Key theoretical frameworks, concepts and issues regarding servicescapes will be discussed in more traditional lecture based presentations from the course instructors. Part of the course fabric is also the inclusion of guest speakers from the Danish Industry, as well as fieldwork assignments done both together as a class, in groups and/or individually. We are going to discuss ideas and ways of doing research in class.

Thus, you will explore topics central to service design and servicescapes, such as (examples):

  • technological and business contexts of services

  • journey mapping

  • user experience assessment for services

  • touch-point analysis and design

  • front- and back-stage processing

  • development of service blueprints

  • service prototyping

  • service co-creation

  • change management and service implementation

Description of the teaching methods
The course is taught through a combination of lectures, seminars and case-studies. Thorough preparation and in-class participation is expected.
Through providing an overview of relevant literature about content and methods, as well as some hands-on insights from research practice the course is designed to be highly interactive. The course builds upon the principles of active learning: students are expected to comment on readings, and do group exercises (e.g., Oxford debates) throughout the course.
The course will start with an introductory session at which the course co-ordinator will explain the rationale and structure of the course, the course aims, the literature base, and the structure of the exam.
Feedback during the teaching period
Students will receive feedback in various forms during the course: For instance, through discussions in class, peer-group-feedback from a voluntary home-written assignment (test-exam), and written feedback after the exam.
Student workload
Course activities (including preparation) 156 hours
Exam (including exam preparation) 50 hours
Last updated on 12-12-2019